At the panel discussion “Agency Perspectives: Cases and Advertiser Needs” at the conference “Television of the New Era: OTT / CTV, OLV, FAST Channels,” our CEO Dmytro Kutovoy shared insights on changes in the advertising market alongside leading experts: Maksym Khomenko (Publicis Groupe Ukraine), Andrii Biloshapka (EssenceMediacom), and Oksana Zhurovich (OMD OM Group). The panel was moderated by Anastasiia Baidachenko (IAB Ukraine).
Here are some key points discussed by the experts:
Successful Campaign Cases in the OTT Era: Dmytro noted that the industry is still searching for “ideal” OTT cases. Stable measurement systems, a greater number of campaigns, and a critical mass of successful examples are necessary to achieve this.
Changes in Media Consumption Due to the Challenges of War: challenges like blackouts have become catalysts for the development of OTT. These circumstances have driven demand for new media platforms where people can access content even under difficult conditions.
Flexibility and Measurability as Keys to Efficiency: advertisers increasingly value the ability to control the effectiveness of their investments through precise measurements, which has become a priority for the market.
Content as the Foundation for Audience Engagement: with innovative approaches and high-quality content, such as that offered on FAST channels, brands can better segment their audiences and achieve effective results.
Educational Initiatives and Awareness-Raising: the market must be prepared for changes. Hosting lectures, panel discussions, and training events for clients helps increase awareness of new opportunities and tools for effective advertising.
The Evolution of Media: Dmytro and his colleagues emphasized that the competition between linear TV and new formats like OTT is not a conflict but rather an evolution of media. All formats should complement one another, creating new opportunities for brands.
Room for Experimentation: despite the challenges in measurement, experimenting with new advertising formats is crucial for the industry’s growth. It is essential to test new solutions and analyze their effectiveness, even if research tools are not yet perfect.
We are confident that the market will mature further and see more innovative cases that will help agencies and brands work even more effectively.
The video of the panel discussion is available on IAB’s YouTube channel.
